Beyond Big Data: Using Social MDM to Drive Deep Customer Insight

Chapter 8. Mobile MDM

For Social MDM, the touch points of your enterprise information systems (for customers, employees, and other users) have been recast as “systems of interaction.” Mobile devices (cell phones, smart phones, tablets, watches, and so on) are rapidly being adopted as a primary system of interaction. There is a natural synergy between mobile systems and master data: MDM can inform mobile applications of key information about customers (preferences, account information, product information, and so on), and MDM can leverage information from mobile devices (device and user identity, location, and other sensor data) to improve customer satisfaction and increase employee productivity. A mobile device, as seen in Chapter 7, “Social ...